The problem for Sigma is that it has to leapfrog current technology a bit because it produces cameras infrequently, and thus its offerings sometimes appear, in a short while, as if they have fallen behind, even if they continue to work quite well. The market demands new.

The "market" does not demand new. A handful of people do, amplified by the internet...

The Market buys or does not buy, and often continues to buy totally independent of what people claim a company "must" do with this or that product.

I assume you understood what he meant, even if you pretend not to.

When you have a new technology with a nearly unknown camera maker brand, then you do have to have something extra to draw attention. Good enough is then not good enough.